In this original study, Robert Goldman examines how advertisements create frameworks of meaning which ultimately organize the ways we see the world. His dissection of advertisements uncovers the meaning of hegemony in relation to commodity culture. Reading Ads Socially exposes the cultural contradictions in consumer advertising and examines ad campaigns which attempt to distance themselves from the rhetoric of the commodified self, and commodity fetishism only to later reinforce these concepts. Powerfully argued, and full of insightful examples, this book will fast become a benchmark in the study of advertising culture.

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